I am a Digital Advertising, Marketing, and Business Development leader with over 20 years of experience in growing revenue. I’ve been successful by leveraging a unique, broad, and cross discipline set of skills developed throughout my career. My initial education as a designer led to the development of my solution design expertise in both UI as well as systems architecture. This resulted in being positioned as team leader where I grew my budgeting and forecasting skills which ultimately led to my people management skills. Today, my experience has positioned me as a strategic leader with strong people/change management skills, a leader in designing solutions to complex problems from design and development all the way through to legal review and financial accounting.
Over my past 11+ years at AARP, the world’s largest publisher and membership association in the world, I have leveraged these skills to lead new revenue generation opportunities that have resulted in a 1,600% increase in ad revenue, a 46% increase in remnant revenue and a 190% increase in overall eCPM. In order to achieve these successes, I’ve had to personally lead and support several projects including ground up system integration redesigns, website and application redesigns, internal reorganizations, and consensus building.
1600% Ad Revenue increase
over 10 years
46% increase in Remnant Revenue
190% increase in eCPM
Leads the strategy, development and execution of digital advertising offerings on AARP’s digital properties. Leads teams of Media Planners, Client Services, Yield Management and Ad Operations in order to help guide and support digital ad sales activities. Decides strategic priorities and direction for the business as well as partnerships and contract negotiations with outside vendors and third parties.
Defined, led and managed the architecture and oversight of the entire digital ad operations foundation for AARP (team structure and resource decisions, process development and technology infrastructure and vendor decisions)
Created LLC company as self employment / contracting vehicle to provide graphic design, marketing, website design and development / systems integration and administration services.
Responsible for the front end development of the usn.com website
Manage the Web Design group and Web Developers on several projects including the National Institute on Drug Abuse (NIDA) and SAMHSA Web sites and web applications
Contracted to lead the "Design Transition" during acquisition of CornerDrugstore
Responsibilities included Interface design and development, requirements development, Web site usability management, and Marketing Site Management.
Responsible for "Total Image Management" - All marketing materials both print and digital (e.g. logo design, web design, print collateral, etc.)
BFA Graphic Design, Minor: Photography
Best of Ringling
Eagle Scout is the highest rank attainable in the Boy Scouting program of the Boy Scouts of America. It is only achieved by 2% of those who participate in scouting and earned by individuals who demonstrate leadership, dedication to volunteerism, and quality of character.
AARP Media Sales: Trail Blazer Award
Krux Data Innovator
2003 WWW Health Awards
InfoWorld Top 90
Digital Advertising, Mobile Monetization, Responsive Design, Native Advertising, Data Management Platforms (DMP), SSP, DSP, First Party Data, Third Party Data, Second Party Data, Data On boarding, Data Matching, Audience Extension, Programmatic Advertising, Viewability, Multi-screen (Cross screen) Monetization, Cross Device Attribution, Self Service Advertising, Email Monetization, Brand Awareness Studies, Data Protection, Retargeting, Remarketing, Social Marketing, Facebook Instant Articles
Google / DoubleClick (DSM, DFP), DART Sales Manager, Collective, Krux, Operative, Adobe Omniture Suite, Google Analytics, DAY/CQ, Google Search Appliance, Brightcove, Salesforce, AdChoices, PageGauge, AdJuster, Google Publisher Tags (GPT), Acceleration, ExactTarget, LiveIntent, Merkle, LiveRamp, Comscore, Datalogix, YieldEdge, YieldEx, Rubicon, AppNexus, Criteo, ADMARC, Microsoft Office Suite, AIQ, JIRA, Outbrain, AdExchange (AdX), AdSense (AdS)